To continue our discussion about Defining the Problem, I spoke with Jamie Hoover, the first full-time designer hired at eBay and now the design lead at Amazon’s A9. During his tenure at eBay, Jamie helped establish a methodology (that as far as I know is still in use today) for reframing business “problems” through design -in particular through large-scale visual narratives. One of his first and biggest successes was the redesign of eBay’s registration system…

Q: As you know, I've been discussing how designers can help to define problems, not just solutions. One of the best examples that comes to mind is your work on the first significant redesign of eBay's registration process. Can you talk about how that initiative came about? What were you guys trying to achieve?